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To proceed with a purchase, we need to help our customers do two things.

1. Justify it to themselves, and
2. Justify it to others.

We usually just think about the first one. Helping our buyer convince themselves.

We forget that they usually have to tell someone else about their decision.

That could be a spouse or their boss.

So when you are talking about reasons to buy, try to give them soundbites to use with others.

For consumers, that could be letting them know they got a great deal....